Title: Social media marketing adoption by unorganised businesses in India: a technology adoption model-based approach

Authors: Sarika Sharma; Archana Singh; Sonica Rautela

Addresses: Symbiosis Institute of Computer Studies and Research, Symbiosis International (Deemed University), Atur Centre, Gokhale Cross Road, Model Colony, Pune, 411016, India ' MBA Department, JSPM, Narhe Technical Campus, Savitribai Phule Pune University, Pune, India ' Symbiosis Centre for Management Studies (SCMS), Pune, Symbiosis International (Deemed University), Pune, Maharashtra, India

Abstract: The unorganised sector although not so well accepted, plays a major role in the Indian economy and employment generation. These small businesses heavily rely on customers for their survival therefore marketing plays an integral part. Social media marketing (SMM) with its wide reach and affordability can help them provide a much needed marketing boost. The purpose of this paper is to find the adoption intention of SMM by unorganised businesses. With the help of existing literature a theoretical model is proposed based on the widely accepted technology acceptance model (TAM). This model is then empirically evaluated with a data of 248 unorganised businesses in India using structural equation modelling (SEM). The results highlighted the impact of perceived ease of use on the intention to use social media marketing and on perceived usefulness. Cost effectiveness and interactivity have no impact on intention to use SMM. The moderating effect of gender and educational level is also presented in the paper.

Keywords: social media marketing; SMM; unorganised business; technology acceptance model; TAM; structural equation modelling; SEM; cost effectiveness; interactivity; India.

DOI: 10.1504/IJESB.2023.132526

International Journal of Entrepreneurship and Small Business, 2023 Vol.49 No.3, pp.374 - 394

Received: 10 Apr 2020
Accepted: 18 May 2020
Published online: 27 Jul 2023 *

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